For years, OTT platforms were almost exclusively associated with on-demand content: series, films, documentaries. But that’s changing. Live streaming is quickly becoming one of the most strategic pillars in digital entertainment, and Netflix just made a major move. In July 2025, the platform will begin integrating NASA+ live broadcasts, including rocket launches, spacewalks, and real-time scientific coverage from the International Space Station.

Why does this matter?

Because it represents a paradigm shift. For the first time, OTT content isn’t just pre-produced entertainment—it now includes real-time events that capture global attention. “Appointment viewing,” thought to be obsolete after the fall of cable, is making a comeback through events we don’t want to miss as they happen.

What types of live content are gaining traction?

• Space missions and scientific coverage (NASA+, SpaceX)

• Live sports (NFL on Prime Video, Formula 1 on F1TV, DAZN)

• Global concerts and festivals (YouTube, Disney+, Veeps)

• Interactive entertainment (live reality specials like Love Is Blind: The Live Reunion on Netflix)

• News and special coverage: elections, wars, extreme weather

What’s enabling this shift?

• 5G and edge computing: ultra-fast connectivity, low latency, and high simultaneous capacity

• Advanced encoding (H.266, AV1): higher quality with lower bandwidth

• Cross-platform integration: seamless viewing from smartphones, smart TVs, or VR headsets

• Scalable cloud infrastructure (AWS, Google Cloud, etc.)

What opportunities does this open up for creators and brands?

In a world where content competes for attention in real time, live streaming creates urgency and community. Brands can:

• Stream product launches or major announcements

• Co-sponsor global events (sports, science, music)

• Build interactive experiences: live polls, chats, reactions

• Create unique moments: backstage access, live demos, Q&As

What does it mean for the future of OTT?

OTT is no longer just “Netflix-style.” It’s becoming a live, dynamic, participatory platform. Content is not only watched—it’s experienced in real time. This shift redefines the user experience and changes how apps, monetization, and engagement strategies are built.

From Immergo

At Immergo, we help our clients launch their own OTT platforms with integrated live capabilities. Live content is no longer optional. It’s a brand differentiator and a powerful way to build community.